It's very important to find a credible association with a brand. The intrinsic attributes of the athlete and the brand should complement each other. More importantly, the brand campaign should be meaningful and the athlete should also be excited to work with the brand. If the excitement factor is there, then all other things fall in place.

On getting the 'right' kinds of brands to associate with Sindhu

We would like to work with brands that believe in the intrinsic values of the athlete and not just ride on immediate success. It's important for brands to also back the athlete when performance is not at her/his peak too.

On refusing to endorse all kinds of brands

I would not like to use the word refuse, but we are conscious of the brands with a myopic view. We look at brands that have stood the test of time. Naturally, we wouldn't look at brands that are a mismatch with the athlete's values.

On role of brand managers after the proposed law

Irrespective of the law, the player manager should guide the athlete and also educate them on the brands they endorse. It's our job to screen and deep drive into the brand as much as possible. At the end of the day, we all operate with trust and we evaluate basis what the brand stands for.

On liability of celebrities

A celebrity should be morally responsible and not legally. We are not brand custodians at the end of the day. What goes inside a product, change in brand campaign is the brand head's prerogative. At the end of the day, we all need to follow the law of the land.